John Hancock

Homepage

Site Banners: To Rotate or Not to Rotate?

Posted by Mike McLaughlin on Mar 13, 2017, in Thoughts , tagged with , , ,

We’re working with a client to develop a plan to revitalize their Web sites. In a discussion focused on homepages, a specific topic came up: banners. More specifically, there was a straightforward question: what’s better, static or rotating homepage banners?

JH Banner

It’s a tactical question but an important one given the importance of engaging users via the homepage experience. And while many have personal opinions, let’s start with a simple analysis.

What Does the Industry Do?

First off, almost every firm presents some type of banner, though there are a few exceptions. So I examined the homepages of 20 firms’ advisor sites. Here’s what I saw:

Banner Data

By roughly a 2:1 margin, firms utilize rotating banners. The rotating banners vary in terms of execution; static banners do as well, with approaches roughly evenly split between promoting product and highlighting thought leadership.

Does it Matter?

The effectiveness of any banner depends upon numerous factors – size, visual design, specific text – so there’s no absolute clarity on if a static or rotating approach is categorically better. That said, I think there are two issues that tip the scales toward static presentation:

  • The Data: if you review all the studies done on the success rates (i.e., clicks, conversions) associated with static v. rotating banners, you’ll get a somewhat mixed picture but one that I’d argue slightly favors static. That, plus the fact that 2nd/3rd/4th panels in a rotating banner generate poor response rates, supports a static approach.
  • Usability: rotating banners bring some baggage relative to their static counterparts. The motion is distracting; auto-rotation lessens users’ control of the site experience; and timing the rotation can be a tricky proposition (i.e., too fast and users can’t fully digest the message, too slow and they won’t wait for the next message to appear).

Still, this is far from a clear-cut issue or one that is specific to asset management. The same variation in banner delivery is seen in the pharma industry, for example, where the top 10 firms’ sites are evenly split on static v. rotating banners. So while I expect firms will continue to execute differently, it will be interesting to see if a stronger consensus (or an entirely new approach) develops.

Learning About Recordkeepers Online

Posted by Anu Heda on Nov 02, 2011, in Thoughts , tagged with , , , , ,

In the previous post, we examined the experience of searching for a recordkeeper. In this post, we’ll consider another common experience – the referral. Many people will look for a referral from anyone they deem qualified to provide a starting point.  With a referral mindset, I asked a few DCIO wholesalers to recommend recordkeepers for small and new plans.  I heard three firms repeatedly (and reasons why):

  1. Ascensus – Low-cost, open architecture
  2. Principal – Big, hands-on, and helpful sales force
  3. John Hancock – Good, easy-to-use technology

From reviewing the firms’ Web sites, online marketing has not been a major focus to-date.  None of the top firms’ sites provides a comprehensive pre-sale experience.

 … [read more]

A Picture is Worth 978 Words

Posted by Mike McLaughlin on Oct 14, 2011, in Thoughts , tagged with , ,

Two weeks ago we did a presentation for a client on infographics – what they are, how they can be used, the process for creating them, and some strong examples from asset management. With that discussion fresh in my mind, I read Richard Thaler’s article from last Saturday’s New York Times.

Thaler, whose work I really admire, writes about how the government, companies, and individuals are paralyzed by the current financial climate and holding off on investments they should make now. In other words, those that control the purse strings have become proverbial deer-in-the-headlights.

It’s a solid argument, and Thaler takes 978 words to make it. As I finished the article, I immediately thought of an interactive infographic from John Hancock Funds’ Web site.

This shows the beauty of even a simple infographic. Though Hancock’s message differs from Thaler’s – the focus is on people’s willingness to invest in securities based on recent market performance – they tell a similar story with a visual and 10% of the word count.

The natural communication approach for most asset managers involves charts and tables surrounded by paragraphs of text. This example shows that better options are out there.